Brand, Website, Collateral & Signage
Headjam was engaged to develop a brand solution and website that would position Highlite as the leader in technology-based personal training, and to ensure that Highlite is well known within the local Newcastle community in readiness for their new gym.
During the training, the Highlite team monitor heart rate to ensure a trainee stays in what they call the ‘burn zone’ to maximize results and weight loss.
Throughout a training session, they utilise barbells, bumper plates, kettle bells, wall balls, slam balls and plyometric boxes to name just a few.
When Headjam was briefed on the project, Highlite training sessions were only ever held outdoors, but in our creative development, we had to keep in mind their plans to open the first technology gym in Newcastle in the near future.
We found that our target audience enjoy training with others and play or have played in a sports team, which is a great insight as the Highlite way of training encourages competition against oneself
and with each other.
Desired Consumer Response
Whilst we wanted the Brand to reflect a sporty, hi-tech look and feel, it also needed to be approachable and friendly.
To that end, we researched and developed a number of geometric and graphic forms that reflected movement and energy, before creating the final typographic design for the Brand’s logo.
A vivid yellow colour was chosen to reflect that of a highlighter. It’s bright, bold and energetic, as well as being clearly recognisable and a standout among the local fitness community.
Finally we wrote the copy line ‘hi-tech fitness’ to accompany the Brand logo, reinforcing the Brand’s technological difference and to build on the Brand personality creating maximum impact and clarity.